The idea was to introduce the elements of family fun, friends & romantic getaways. These themes are the major drivers that represent the richness of offerings. The theme for family fun exudes the fun which symbolises great family bonding time. The friends theme describes the chill-out, party element. The romance theme is defined with visuals filled with romantic elements. All these themes suggest that the moment you’re onboard, everything is more magical & carefree than on land.

To gauge the effectiveness of the campaign, we included promo mechanics on the visuals that enabled commuters to SMS their entries & go in the draw to win cruises. Over a short period of 6 days after the launch, we received an overwhelming 900 SMS responses for the family, friends & romance getaway cruises.